Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
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This Author published in this journals
All Journal The Journal of Society and Media
Tsuchiya Takeshi
Unknown Affiliation
Religion Humanities Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Viral Content and Social Change in Rural Communities Nuriza Dora; Nasution, Nasution; Tsuchiya Takeshi
The Journal of Society and Media Vol. 9 No. 2 (2025): Digital Expression and Solidarity Media
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jsm.v9n2.p551-577

Abstract

The rise of viral content on social media has transformed social behaviour and value systems, particularly in rural Indonesian communities exposed to unfiltered digital information. This study examines how viral content shapes traditional values and intergenerational relations. Using a qualitative case study approach, data were gathered through interviews, observations, and document analysis involving content creators, housewives, civil servants, and rural youth. The analysis included data reduction, classification, and interpretation. Findings reveal that viral content exerts both positive and negative effects. While some content promotes education and creativity, much of it normalises unethical behaviour and fosters individualism. Content creators often prioritize popularity over ethics, parents and teachers struggle to monitor youth exposure, and younger generations increasingly perceive traditional values as obsolete. This shift weakens communal norms such as cooperation, respect, and collective responsibility. The study concludes that viral content accelerates cultural transformation and erodes moral education in rural settings. Therefore, strengthening media literacy, digital ethics, and cultural revitalisation programs is crucial to balancing modernisation with the preservation of local wisdom and social cohesion in the digital era.
Co-Authors Nasution Nasution Nuriza Dora